Message grid: Ill, Blame, Cure, Consequence

This four-part structure is a one way to deliver your key messages. The problem-solution narrative is great for campaigns and startups.

This article is part of a series on creating key messages. I recommend reading the article on how to create key messages first.

Ill, Blame, Cure, Consequence is different to the other message grids I’ve used because it’s not intended as a message grid at all. It’s a logical format used in argumentation known as “stock issues”.

It’s also useful narrative structure that I’ve used successfully with clients.

Ill — What is the problem that exists?

Blame — Who or what is responsible?

Cure — What will fix the problem?

Consequence — What will the impact be?

Ill

An ill is a problem or future problem. Whenever possible you should state the ill as something tangible e.g. people who can’t find jobs, something too expensive, air quality getting worse. It is more persuasive when you state the ill in terms of:

harm (qualitatively — how bad is it), and

significance (quantitatively — how big is it).

Using the startup and the overfishing campaign (used in the other messaging formats), let’s communicate the ill.

Overfishing

Our fish are dangerously close to extinction. Two-thirds of all fish stocks are overfished including salmon and tuna.

Startup

Cabs are a hassle. You have to wait on the street hoping to catch one, you don’t know the driver, and you have to deal with the hassle of paying when you just want to get out of the car. In New York alone, that old-fashioned process happens 250 million times a year.

So you’ve defined the ill — now you must say why this is the case.

Blame

Blame is who or what is responsible. If going after an individual, government, or another group isn’t in your interest, then describe the “what”. Saying “who” is responsible will likely make your message more persuasive. Always avoid the temptation to slip into passive voice.

To apportion blame you must also get across the idea of inherency. When a problem is inherent, minor solutions won’t do. There are three types of inherency:

Structural inherency — there’s a formal block like a law;

Attitudinal inherency — there’s an informal block like a person or group’s beliefs;

Gap inherency — existing ideas and solutions do not go far enough.

Whenever you can, use structural inherency — it’s stronger.

Overfishing

This is because almost all of our ocean is unprotected. Governments around the world allow private companies to drop nets a mile long and take what they like.

Startup

Taxi companies have not modernized their service. In many cities there is little or no competition so companies have no reason to innovate.

Cure

What will solve the ill? There are two questions to address when talking about your solution or cure:

is the plan solvent?

is it workable?

If you state a solution that would solve the problem but is perceived to be unworkable, dissenting voices and reporters will question whether it’s a cure at all. This is where language like “fairy tale”, “unrealistic”, “pie in the sky” could be leveled at you.

Consider the “ill” of people not being able to find a job. One possible solution to this to limit the amount of days anyone can work to three days. Theoretically that would mean companies hire another person to pick up the slack. But it’s unworkable for many reasons: workers with full-time jobs would protest, people would end up working a lot of overtime rather than stopping work after three days, and it would be almost impossible to legislate. It’s solvent, but not workable. It’s not a cure.

How does a cure look?

Overfishing

We can stop this by protecting at least 30 percent of the ocean from commercial fishing. This will allow fish populations to recover. Countries like Australia have shown great leadership — it recently created the world’s largest network of protected areas and President Obama has taken the lead by creating a massive reserve in the Pacific Ocean. Countries are realizing that protecting the ocean is in their interests.

Startup

Our app solves this problem. From the comfort of your home or office you can request a driver. Every driver is reviewed so you know who you’re getting. When they arrive you simply jump in the car, and jump out when the trip is over. Pay the fare at the click of a button on the app. And don’t worry about the tip — we have that covered.

Consequence

This is the fun bit. This is where you get to describe the better world. It’s essential that you communicate why the cure is better than the ill.

Are they material consequences (e.g. cost money or produce money) or social consequences?

You might have noticed that ill, blame, cure, consequences is a medical metaphor. Think of consequences as the side-effects of the cure.

Overfishing

Fish bounce back quickly when we protect them. We have seen flounder in the Atlantic completely recover. By protecting 30 percent of the ocean we will preserve this major food source and ensure the economic security of many fisherman.

Startup

We make getting places simple so people can get on with their lives.

How to deliver it

The startup

Cabs are a hassle. You have to wait on the street hoping to catch one, you don’t know the driver, and you have to deal with the hassle of paying when you just want to get out of the car. In New York alone, that old-fashioned process happens 250 million times a year. Taxi companies have not modernized their service. In many cities there is little or no competition so companies have no reason to innovate. Our app solves this problem. From the comfort of your home or office you can request a driver. Every driver is reviewed and has a good record so you know who you’re getting. When they arrive you simply jump in the car, and jump out when the trip is over. Pay the fare at the click of a button on the app. And don’t worry about the tip — we have that covered. We make getting places simple so people can get on with their lives.

Overfishing campaign

Our fish are dangerously close to extinction. Two-thirds of all fish stocks are overfished including salmon and tuna. This is because almost all of our ocean is unprotected. Governments around the world allow private companies to drop nets a mile long and take what they like. We can stop this by protecting at least 30 percent of the ocean from commercial fishing. This will allow fish populations to recover. Countries like Australia have shown great leadership — it recently created the world’s largest marine reserve and President Obama has taken a step in the right direction by creating a massive reserve in the Pacific Ocean. Countries are realizing that protecting the ocean is in their interests. Fish bounce back quickly when we protect them. We have seen flounder in the Atlantic completely recover. By protecting 30 percent of the ocean we will preserve this major food source and ensure the economic security of many fisherman.

How it looks

Final thoughts

Ill, Blame, Cure, Consequence was not intended as a way to structure key messages for interviews and pitches, but the problem-solution narrative structure can work well. Try putting your narrative and messages into this format and see where you end up.